FIFA World Cup Marketing: The Rules of Engagement for Brands

“It’s not what you play, but how you play that counts”   The FIFA World Cup is arguably one of the most competitive and congested marketing events for any brand to step into.   Fan culture is far deeper and more complex than standard ‘consumer culture’ and, as such, has to...

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Why are female fans still being overlooked by brands?

Despite female sport in this country achieving another incredible high in recent weeks, with the success of the women’s Netball team at the Commonwealth Games, it still remains baffling that female sport fans are being overlooked by brands.   Fan culture is, of course, a complex world....

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IT’S TIME for UFC London

What are we most looking forward to about UFC London?   The much anticipated 10th London event is jammed packed with talent and fierce rivalry. So ahead of this, our very own in-house UFC expert, Ben Davies, has analysed the 5 things we should be looking forward...

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Golf is taking a huge swing in the right direction

In the week prior to International Women’s Day there has been a huge step taken by one of the most historically old fashioned sports, Golf. Known for it’s notable ill treatment of women in the past this is a huge leap and quite a bold...

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